In a post to the Facebook blog, Michael Richter, Facebook's Deputy General Counsel, shared some of the proposed policy changes and noted, "We hope you'll take the time to review all of the changes we're proposing and share your comments." Most of these changes seem uncontroversial, but then there's this:
Four years ago, I waved good-bye to my Pharma industry research and began writing about B2B marketing best practices, as part of Forrester's marketing and strategy research group headed up by Elana Anderson. Harte-Hanks sponsored my first Webinar in this new role -- called "Improving the Maturity of your Lead Management Process" -- and Elana and I teamed up to present the webcast that aired on June 7, 2006. At that time, my research on lead management best practices was only beginning and social media was an emerging concept that Charlene Li had just started to explore in Forrester's seminal research, the "Social Computing" report. A lot has changed since then.
Through an amazing coincidence, my life as one of Forrester's top B2B marketing analysts begins and ends with Harte-Hanks. Tomorrow, March 30, I will broadcast my last Webinar with Forrester and I am so very pleased to do so with folks at Harte-Hanks who helped me launch this journey.
I moved to the Bay Area from Milwaukee about five months ago. Among the things I miss from my hometown are my two favorite burger restaurants--AJ Bombers and Sobelman's. Both have used Word of Mouth (WOM) to become successful small businesses, but while one built its buzz over 10 years, the other used social media to become a success in just one year. The stories of these two businesses can provide insight and inspiration to much larger brands seeking to create benefits with social media.
Over the last few weeks I've been busy talking to clients about my recent research on Social Intelligence - the strategy of using social media data to drive actionable marketing and business insight. It seems that this topic sparked a lot of interest with most marketers and Customer Intelligence professionals out there because, and I'll put this relatively lightly, managing the rapidly expanding vastness of social media data is an overwhelming challenge.
Many marketers I've talked to share the similar pain of trying to "keep up" with so much online conversation, but there's also a crowd that's starting to use all of this conversation to generate rich insights around their customers and brands. But how? Social media can generate a lot of action, both reactive and proactive - it's all in how you look at it and the goals and strategy you create.
This morning at 11am Eastern, I'm leading a teleconference on this subject titled "Driving Customer Insight With Social Media Data" during which I'll talk about the challenges, risks, and (more importantly) opportunities found within social media data. I'll highlight the many different potential uses for social media data and talk about some of the vendors that make this all possible. The teleconference is for Forrester clients only, but after it's finished I'd like to use the comments section here to keep the discussion going and open it up to the public. I hope you can join me for the call, but if not - please join the discussion back here afterwards.
Several of my recent client engagements have been about the social media skills/resources that will be required in field marketing in the next years. While this is something I am already working on with an empirical survey, that will take more time to complete, so watch this space for those details. Here are my initial thoughts, tested with several tech marketing practitioners already.
Firstly, my stake in the ground — I think Field Marketing’s focus will morph from customer acquisition to relationship management, from demand generation to demand management; it will be all about lead nurturing.
We’ll need to reduce our base of pure marketing professionals (events/marcom people), by automating and semi-centralizing (from country to regional level) marketing campaign management. And we’ll need to increase local resources to engage with local bloggers, communities, prospects, and customers. This will include a mix of hiring expert people (strong consultative sales reps looking for an easier time, experienced support people, current product champion field marketers) and leveraging local journalistic resources. More importantly, we will also need to re-engineer our collateral to a marketing asset library of shorter and more direct, but less hard-selling, pieces that we can leverage into the lead-nurturing programs.
Reviewing this year's survey results I was surprised that, while B2B marketers experimented enthusiastically with social networking sites (Facebook, LinkedIn) and microblogging (Twitter), social media have yet to create budgetary or business impacts on the marketing mix. (Note: this research looks at firms of 50 employees or more only. The data set includes results from smaller firms as well. Tim Harmon will likely publish on this data.) In fact, most digital media fair equally, and unremarkably, poorly on the list of "what works?" in the marketing mix.
"Well, as of this moment, they're on double-secret probation!"
Dean Wormer, Faber College
Recently I have had a number of conversations regarding the role of pre-moderation of internal social networks. Just by way of explanation, pre-moderation would be the approval of all content (posts and comments) prior to posting. Over the past several years and hundreds of conversations with enterprise clients, this has rarely come up.
Just to be clear, there is risk associated with enterprise social networking. There is nothing about social technologies that precludes requirements for privacy, security, maintenance of intellectual capital, regulatory compliance, etc. However, given the right degree of attention, these all are manageable. In fact, over time, social technologies will reduce the risk associated with all of these (more on that later).
OK, so if anyone can say anything at anytime, that's risky right? Well, in thoery, but in reality, not really. Remember, we're talking about internal social networks. Presumably, these are IT sanctioned, authenticated solutions. In other words, everyone knows who you are. And, we can assume that with some degree of planning and education, your users will be aware of the policies that govern the environment. And if you post something not within policy, well you get put on probation (or maybe double-secret probation). Animal House references aside, many a fine internal social networking policy begins with "don't do anything that will get you fired".
There are three key points here:
One, provide a sanctioned solution for your organization because if you don't they may well find something on their own and that could be a whole different kind of trouble.
I've recently found myself in interesting discussions--one might call some of them debates--about ROI and Social Media. In recent weeks, Social Media ROI was the agenda for meetings with several clients, the focus of a panel on which I participated at Digiday Social, and a lively topic of discussion at a dinner of marketing leaders in town for the OMMA Global event. And today I read an article about Wal-Mart that got me to thinking about the dangers of too narrowly defining ROI.
It's interesting to hear the wide range of attitudes toward social media ROI. Some companies measure quite a bit about their social media activities but do not evaluate ROI in its most literal definition: The financial return generated by a specific monetary investment. Others go through a great deal of effort to measure ROI, creating complex models to calculate an approximation of financial return.
Some in the direct marketing space are beginning to value their social media efforts much as they do their PPC campaigns--assessing the cost of participation compared to the clicks, conversions and sales generated from trackable links seeded into tweets and Facebook posts. This sort of measurement is essential and inevitable for companies that sell direct to consumers, but it's important companies not become overly narrow and begin to assess social media as just another click-generating channel.
Plenty has been said today about how Nestle failed. But I keep thinking about another question, “Is it too late for Nestle?” And maybe it’s the eternal optimist in me, but I don’t think it is. Nestle still has a chance to shape the tone of the discussion by sharing next steps in social communities. Interestingly, Nestle did respond to the Greenpeace allegations in a March 18 statement on its website, and they told traditional media outlets on Friday that they would remove a questionable supplier from all parts of their (very complex) supply chain by mid-May. But that word isn’t getting out - Clearly, traditional outreach isn’t enough. Bjorn Edlund, former EVP of Communications for Shell, joked at Friday’s conference: “The best way to hide data is to put it on your corporate website.” Case in point.
I thought I would expand a little on my aside comment in last week's blog which was actually about HP. In the introduction to the blog I noted that we analysts seem to be abusing Twitter. I was so provocative that I named my colleagues “adolescent journalists” because they broadcast tweets ad verbatim as the HP speakers went through their presentations. I have noticed this has gotten progressively more (as far as I am concerned, worse and worse) over the last 12 months at various analyst retreats.
Many of these colleagues have responded to my blog and basically asked “What’s your problem with this?” Well, I certainly do not want to be seen as a “grumpy old man” (though I love those books) - ie. Someone who is not up to the times. While I am turning 54 years of age today, I think I do understand Twitter, and use it; and I think I can blog adequately as well. Then again, we analysts at Forrester have been well trained by our Marketing analyst colleagues who are at the forefront of all these developments. Our latest research on “Using Twitter for eBusiness” discusses how companies use Twitter but it doesn’t address the usage I am on about here. So, the issues I have with our just typing in every 140 characters of whatever the person on the stage is saying is as follows: